As mobile services continue to grow rapidly, mobile SNS are widely adopted by users as social networking because it is an activity that is part of most people’s everyday lives, as users create and maintain various social ties. This research examines the determinants of perceived enjoyment, control and attention focus as aspects of the software interaction concept of flow, system quality, information quality and trust on mobile SNS users’ loyalty. Results confirmed that both perceived information quality and perceived system quality are determinant of perceived user trust and perceived flow, which further determine users’ loyalty towards mobile SNS. Indeed, perceived flow has a larger correlation on user’s loyalty, indicating perceived flow as the strongest determinant of users’ loyalty on mobile SNS. Mobile SNS providers need to consider user perceived flow to enhance users’ loyalty. Thus, mobile SNS providers should implement steps to increase the perceived information quality and perceived system quality in order to build and enhance users’ trust level and further provide users with a compelling experience. They may need to emphasize loyalty programme in an attempt to retain customers in the competitive telecommunication market.
This research seeks to provide important theoretical and practical contributions. On the theoretical side, most existing studies only addressed the concern of user acceptance of online social networking sites utilizing theory of technology acceptance model. This study adopts a comprehensive approach to explain determinants of aspects of the software interaction concept of flow, system quality, information quality and trust on mobile SNS users’ loyalty. In addition, the research model providing support to an integration of cross-disciplinary studies in virtual community research. On the practical side, the results of this study provide mobile SNS providers some tangible recommendations for helping enhance their SNS users’ loyalty thereafter could bring continued profitability and business success. It is also important to make efforts by policy makers to outline strategies through its white papers to encourage usage of social networking sites as avenue to strengthen business activities more competitively by emphasizing on those substantial determining factors on mobile SNS users’ loyalty.
The limitation of this study lies within the target sample and the geographical location. This research was conducted in Universiti Malaysia Sabah, Labuan Federal Territory, where most of the samples are university students in the very same university introduces a big bias. Accordingly, the results are leaning more towards students and not the general public or adults, as different working professionals demographic would use mobile SNS differently. Therefore, it is recommended that a wider and more dispersed scope of samples should be taken by considering other social groups. The population that is enquired to answer the questionnaires should be much more diverse and go beyond Malaysia such as other Asian countries, Europe and USA to improve the generalizability of findings. Apart from that, a longitudinal research could be conducted to provide more insights into factors affecting usage behavior.